Have you ever tried using Zapier or IFTTT to automate things you’re doing on a daily or weekly basis?
As a PPC agency, it sometimes feels like we do the same tasks again and again, and I wonder whether or not there’s a solution out there to do it for us, so we can focus our time on more important things.
So as our curiosity hit an all time high, we’ve partnered with SEMRush to explore what’s possible with today’s PPC automation tools – so that you can get more things down and be more successful.
Automated Research – Expand Your Account
If you’ve read our blog post from yesterday, then you saw how we do PPC research a little different from other agencies.
We don’t do it for the sake of seeing competition levels or average cost per clicks, we solely do PPC research for the sake of finding expansion opportunities, like:
- New keywords we’re currently not getting impressions for
- New display placements we’re not targeting
- New social audiences we could take advantage of
In addition to this, you can create AdWords scripts that help you create brand new Single Keyword Ad Groups (SKAG) from the search terms that have a high enough impression threshold (something you set).
This means that the automated research, like having an AdWords script create your new SKAG, along with correct keyword match types and starting ad copy, can help you save time (a recurring theme you’ll notice we love).
In addition to that, you can also do the same for automatic display network placements that you find in your dimensions tab.
With a script, you can automatically extract high performing automatic placements to target directly.
Automated Bidding – Improve Your CPA
If you deal with a lot of keywords, or potentially a lot of product groups (for eCommerce advertisers), then you may be spending a lot of timing adjusting bids.
And while you can create keyword filters to help you speed up your bid optimization efforts, automated bidding solutions can help you identify the exact bid you should set down to almost real-time efforts, to give you the best margins for that conversion.
Tools like Acquisio or Marin help do so much more than automated bidding, but that’s where they started out – with bidding.
If you’re an online retailer, then you know your costs and margins pretty well, and bidding becomes very black and white.
If you’re in the lead gen or SaaS space where the sales happens offline or weeks later, then you can still use automated bidding, as long as you can track things back to your actual sales and ROI.
Automated PPC Rules/Scripts – Do More, Faster
Did you know that you can actually tell Google or Bing to pause your ads if performance for the day is below a certain point that you’re not excited about?
These automated rules and scripts don’t require an expensive subscription to a SaaS product. In fact, they’re completely free.
Automated rules help you automatically pause and enable things, or even adjust bids, while scripts can be much fancier and make adjustments based on weather patterns (if you’re a water park for example).
Here’s a quick video showing how automated rules within AdWords function:
As you can see, automated rules and scripts can be great when they help save you time.
Automated Ad Testing – Creativity On Autopilot
If you think about all the different combinations of how you can test text and image ads, then you’ll quickly see that your opportunities are expanding as fast as the feeling of your brain exploding (in a good way).
A tool like AdBasis can help you identify which different combinations of your ad you want to test.
With this in mind, you can start testing different ad variations, much quicker and at scale, and you can mix and match things like location, device, day of the week, or other factors to make your ads more geographically specific and relatable to your prospects.
Automated Reporting – Get Metrics, Make Decisions
Even though all PPC platforms have great analytics and metrics to begin with, data insight is only great if you can be actionable about them.
By using automated rules, you’re going to be limited to the data and metrics that the PPC platform has made available to you.
But what if there are other data insights you can’t see in plain sight?
A tool like Optmyzr helps you see opportunities that regular AdWords metrics can’t show you.
It could be that a certain day or time of day has the best opportunity for a stronger ROI. Or you can even use something called “Cause Trees” so you can “see how different PPC metrics influence other elements of an account. Quickly visualize the root cause of a change in performance.”
Automated Time Saving – Do More Important Things
I don’t even need to tell you why this is important 🙂
We automate things to both improve performance and free up time to focus on other aspects to grow our business.
PPC automation helps with all of that when done correctly and based around a solid foundation of a PPC account that’s ready for automation.
Have You Automated?
What have been your biggest time savers and new insights you’ve gained?
Curious to hear! 😀